Abstract
This research explores the ethical implications of valence-arousal conflicts in crowdfunding campaigns, where hope and urgency often collide. Through an examination of emotional appeals in various crowdfunding initiatives, the study highlights how these conflicting emotions impact donor behavior and ethical decision-making. The findings underscore the importance of balanced emotional appeals and provide practical guidelines for addressing ethical concerns. Ultimately, this work aims to deepen our understanding of the ethical dimensions in crowdfunding, aiding both campaigners and contributors in navigating emotional conflicts.